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Conjoint AnalysisDr. Sunita Arora
Associate Professor
Government College for Women, Rohtak
Email: [email protected]
Contact: 09896781676
mailto:[email protected]:[email protected]
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Purpose of Conjoint analysis
Developing Effective Product
Design.Determining the relative
importance of different attributes.
Identifying market segment.
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Example: A Company wants to
introduce fully automatic washing
machine
Attributes (alternatives company may
introduce):
Capacity: 5 kg, 6 kg, 7 kg.
Design: Front load, Top load
Space: 2 feet * 2 feet, 2.5 feet* 2.5 feet
1 year Guarantee: Yes, No
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Attributes of washing machine
continued
Warranty: 2 years, 3 years
Uplifting Feature: Yes, No
Colour: White, Grey, Blue, Green
Power Saver: Yes, No
Interaction Speaker: Yes, NoPrice: 30000`, 35000 `, 40000 `,
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Possible Profiles with theseattributes:
Capacity: 3 , Design: 2, space: 2
Guarantee: 2, Warranty: 2,
Uplifting feature: 2, Colour: 4,
Power saver: 2, Interacting Speaker: 2,
Price: 3
Total Possible Profiles:3*2*2*2*2*2*4*2*2*3 = 4608
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Steps: Data
Orthogonal Design
Generate
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Click: Capacity Load Capacity (?)
Click: Define Values
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Click: continue
Repeat the procedure for other
attributes
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Options:
May Specify Minimum Number
of Cases
Number of Holdout Cases Randomly Mix with other
Cases or not
ContinueSave the file: By default, name of
the plan file is: ortho.sav
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Displaying the Design: Open the file with
SPSSData
Orthogonal Design
Display
Shift the Attributes to the Factors
Listing for Experimenter
Profiles for Subjects
Tiles:This option gives the Profile title and profile
footer
Click: OK
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Give the Profiles to the Respondents and collect
dataData may be collected and recorded in three
ways
Sequence: Profile number of highest preferred
profile, followed by second highest and so on.Rank: Rank given
to different profiles, First
column will be for first profile and so on
Score: Score given to different profiles, firstcolumn will be
for first profile and so on
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After having two files Plan file and data file:
Go to:
File
NewSyntex
CONJOINT PLAN='file specification'
/DATA='file specification'
/SEQUENCE=PREF1 TO PREF37/SUBJECT=ID
/FACTORS=CAPACITY (LINEAR) DESIGN
(LINEAR) GUARANTEE(LINEAR) SPACE(LINEAR)
WARRANTY (LINEAR)UPLIFTINGFEATURE(LINEAR) COLOUR(LINEAR)
POWERSAVER(LINEAR)
INTERACTINGSPEAKER(LINEAR) PRICE(LINEAR)
/PRINT=SUMMARYONLY.
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Interpreting the Results
Results for Carpet Plan
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